While the noble tradition of wrestling a stranger for a half-price toaster still holds strong, the Great Pandemic of 2020 rewired how we do Black Friday. These days, it’s less about elbowing your way through a doorbuster and more about slipping into inboxes with style.

Now, you might be thinking: “Wait… isn’t Black Friday like 155 days away? Isn't that a little extreme to start talking about that already? And why does my inner dialogue sound like this?" But smart campaign managers know that now is the time to start and exactly what their inner dialogue sounds like.

These next few months are a testing ground to get those subscribers to your website, and maybe even prevent a riot at a local department store. Way to go! See what resonates most with your shop-a-holics by testing layouts, CTAs, offers, personalization, recommendations, and so much more. And to help you out, here are nearly 300 Black Friday emails to get you started early.

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Let's talk about the elephant in the room. We know, our world is full of templates. So why are we sharing an article called “The Template Trap”? Because this piece from the Nielsen Norman Group is a crucial gut-check for all of us. It brilliantly argues that when templates replace critical thinking, creativity dies. Read this to make sure you're using templates (ours or anyone's) for what they're good for—a starting point—and not as an excuse to skip the hard work of designing and solving problems.

We all pretend we're driven by logic, but our wallets are secretly controlled by our feelings. Here are seven emotional triggers—from flattery to FOMO—that are scientifically proven to make people click. It’s a masterclass in conversion copywriting that will make you look at your own emails in a whole new, slightly manipulative, and highly effective way.

Let Amazon build the hype. You steal the sales. This Klaviyo guide is a masterclass in turning Prime Day's frenzy into your own revenue-driving event—no marketplace fees or seller accounts required.

In a world of automation and analytics, it's easy to forget we're talking to actual people. This interview with strategist Vicky Smith is a powerful gut-check, reminding us that the most effective emails aren't built on hacks, but on a foundation of empathy and a clear purpose. It's a must-read for anyone feeling a little disconnected from their subscribers and wanting to get back to the heart of what makes email work: human connection.

Think your lead nurturing is airtight? This piece breaks down the four essential B2B nurture flows, including the often-neglected post-purchase and "non-buyer" paths. It’s a perfect strategic map to audit your own program against and spot the revenue opportunities you might be missing.

Found in True Grit's Black Friday sale email

Thanks for reading and learning since you joined on 2023-11-02!

- Mike and the rest of the RGE team.